Rogers Chocolates
Introduction
Rogers’ Chocolates is Canada’s oldest chocolate company and British Columbia’s second oldest company. Steve Parkhill, the new president of company is expected to double or possibly triple the size of company within the next 10 years. In the chocolate candy industry, Canada’s market size was $167 million and growing 2% annually. Although the growth rate in the chocolate industry is falling as a whole, large companies such as Hershey & Cadburys are moving into the premium chocolate market and growing 20% annually.
Rogers’ Chocolates retains 25% of their sales 8 weeks prior to Christmas and about 40% of their sales come from their heavy users. Their customers are generally established families, childless, middle-aged, couples, empty nesters, or high incomes. Recently, their margins for premium chocolate were higher than lower quality chocolate due to the fact that their consumers wanted healthier and organic products rich in anti-oxidants. Consumers also demanded for companies to take social and corporate responsibility and to make efforts towards environmental safe practices.
Although Rogers’ Chocolates contains many strengths through quality and reputation the company faces numerous dilemmas. These problems range from current troubles to future concerns. Some of Rogers’ Chocolates issues have slowly decreased the company’s sales and market share through the passing years. These issues include problems due to competition, production, retail and wholesale distribution, shipping, marketing, advertisement, and finance.
Problems
Competition
Rogers’ Chocolates is now facing multiply dilemmas due to the surging efforts of their competition. Godiva Chocolatier is a premium company that has first-class packaging and marketing campaigns. They have hundreds of international retail stores and are located in thousands of specialty stores. Callebaut is located in multiply mall locations and has decent quality products, but they excel in new flavor
Rogers’ Chocolates is Canada’s oldest chocolate company and British Columbia’s second oldest company. Steve Parkhill, the new president of company is expected to double or possibly triple the size of company within the next 10 years. In the chocolate candy industry, Canada’s market size was $167 million and growing 2% annually. Although the growth rate in the chocolate industry is falling as a whole, large companies such as Hershey & Cadburys are moving into the premium chocolate market and growing 20% annually.
Rogers’ Chocolates retains 25% of their sales 8 weeks prior to Christmas and about 40% of their sales come from their heavy users. Their customers are generally established families, childless, middle-aged, couples, empty nesters, or high incomes. Recently, their margins for premium chocolate were higher than lower quality chocolate due to the fact that their consumers wanted healthier and organic products rich in anti-oxidants. Consumers also demanded for companies to take social and corporate responsibility and to make efforts towards environmental safe practices.
Although Rogers’ Chocolates contains many strengths through quality and reputation the company faces numerous dilemmas. These problems range from current troubles to future concerns. Some of Rogers’ Chocolates issues have slowly decreased the company’s sales and market share through the passing years. These issues include problems due to competition, production, retail and wholesale distribution, shipping, marketing, advertisement, and finance.
Problems
Competition
Rogers’ Chocolates is now facing multiply dilemmas due to the surging efforts of their competition. Godiva Chocolatier is a premium company that has first-class packaging and marketing campaigns. They have hundreds of international retail stores and are located in thousands of specialty stores. Callebaut is located in multiply mall locations and has decent quality products, but they excel in new flavor
Bibliography: "Case 9." Crafting and Executing Strategy: the Quest for Competitive Advantage Concepts and Cases. McGraw-Hill Education, 2009. C-177--192. Print. Rogers ' Chocolates Home. Web. 20 Feb. 2011. .